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Sponsorship Systems Design
Build sponsorship consistency and results across your diverse organisation. Decentralised sponsorship is often exactly right — but when twenty teams each run their own program, the results are just as diverse as the approaches.
A decentralised sponsorship model can be very appropriate, with different teams, businesses, or regions running their own sponsorship programs. Unfortunately, their approaches and results can be just as diverse.
Getting all of those stakeholders to take a consistent, best practice approach to sponsorship is achievable, but most organisations get it wrong, tackling their myriad of needs by issuing sponsorship edicts that are supposed to apply to everyone, but are so generic that, in practice, they don’t mean anything.
The answer to building a consistent, best practice approach to sponsorship lies in developing both a set of immutable fundamentals – your “way” of doing sponsorship – and specific advice, tools, and skills, adapted for each of your stakeholders to achieve their unique goals. It’s strategic and tactical, visionary and practical, macro and micro, and it’s exactly what I do.
I will work with you to create your own sponsorship system – a hybrid of strategic sponsorship consulting, capacity-building, and comprehensive support structures available wherever and whenever your people need it.
It will be a perfect reflection of your organisation and the stakeholders you serve, with all its diverse teams, divisions, objectives, and markets, building efficiencies, elevating results, and turning sponsorship into a consistent powerhouse for your whole organisation and all of your stakeholders.
What kinds of organisations will benefit?
Corporations that want a powerful, strategic, consistent approach across…
- Multiple brand teams
- Regional marketing teams
- Multiple divisions or companies
Rightsholders that want a unified and elevated sponsorship approach across…
- Diverse properties, managed by separate teams
- Far-flung regional teams
- Federations or leagues
National and regional government departments and ministries, tasked with supporting and building capacity across a range of events, programs, teams, venues, and organisations, such as…
- Major events
- Sports and recreation
- Culture
- Tourism
- Youth and families
- Health
- Community service
- Public safety
Finally, it’s a strong option for multi-faceted organisations that are both sponsors and rightsholders across a range of stakeholders, allowing for capacity-building across both incoming and outgoing sponsorship. Typically, this would include…
- Universities
- Media companies
Let me help you create the strategy and empower your people with the skills, tools, and support to stay on track.
Please drop me a line with some information about your organisation, structure, and challenges, so we can start the process.
The core idea
Generic sponsorship edicts fail because they have to apply to everyone, so in practice they mean nothing. A system pairs a set of immutable fundamentals — your “way” of doing sponsorship — with specific advice, tools, and skills adapted per stakeholder group.
Typically includes
- Strategic sponsorship consulting
- Capacity-building across stakeholder groups
- Support structures available whenever your people need them
- Tools and templates adapted per team, region, or division
What clients say
From people who’ve done this
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Kim introduced us to the Win-Win-Win principle that I believe is a true game changer in how to approach sponsorship in any company, within any sector. Since working with Kim we have seen a significant decrease in verbal/brand slap deals of old and an increase in next level best practice sponsorship.
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Kim has not only reshaped our sponsorship offering, but helped educate our sponsors on best practice sponsorship, so we can form long and rewarding partnerships. Working with Kim is a pleasure and adds real value to the organisation.
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Kim’s energy, passion and enthusiasm in the sponsorship sector is unrivalled. After spending half a day with Kim, our local event organisers were inspired to look at the world of sponsorship in a new light.
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Our company contracted with Kim to lead an advanced sponsorship workshop for our customers. The convention industry is highly reliant on exhibit booth revenue. Kim helped our customers think beyond the four walls of their convention and consider more sophisticated sponsor opportunities that not only provided a win for the in person participants, but also the remote fans.
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Adelaide Festival worked with Kim to review and refresh our approach to sponsorship. Having worked with both rightsholders and sponsors, Kim offered valuable perspectives on proposals and generating compelling leveraging ideas. We particularly enjoyed Kim’s enthusiasm, sense of humour, and practical advice, alongside her extensive expertise.
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We engaged Kim’s services to come over to Auckland and run a one-day course with our newly appointed sponsors of the Manu World Champs. I myself had been educated on best practise sponsorship by Kim over the year so wanted our sponsors to learn from the very best. Kim helped our sponsors understand the true power of sponsorship and then assisted them in the development of their own leverage plans. We were pleased to receive very positive feedback from everyone involved.
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Kim recently presented to our Board and Management team and as expected certainly didn’t disappoint. Kim provides a clear and common sense approach to sponsorship and with so much experience and examples to draw on she quickly had the ideas flowing.
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We were so fortunate to have Kim speak to our Principles of Sports Management class at Pfeiffer. As you might imagine, college students are often a ‘tough sell’. Kim was fabulous. From the moment she walked in the room everyone was spellbound. Her knowledge of the subject matter was extraordinary and her delivery was the best I’ve witnessed. Kim Skildum-Reid was A+.
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Kim’s keynote presentation at One-Zero 2019 was a superb conference highlight. Her straight-talking take on the ‘do’s’ and ‘don’ts’ of best practice sponsorship captivated and entertained our audience. Book Kim – she’s great to work with and will commit wholeheartedly to the success of your event
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Kim is one of the top speakers in the sponsorship industry. We recently invited her back to Sweden and once again she made a huge success with her enthusiasm on stage and great expertise regarding sponsorship issues. Kim brings ideas and practical tools needed when working with sponsorship, which can be applied locally here in Sweden and globally. We look forward to welcoming her back to Sweden soon!
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Kim is one of the top keynoters in the sponsorship industry and a real powerhouse on stage. Her content is global without being vague; even though Sweden is quite a ways from Australia geographically, Kim left the audience at our national sponsorship industry forum with plenty of ideas and insights that could instantly be applied in both a Swedish and an international context. We look forward to welcoming her back to Stockholm soon!
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Kim was an overwhelming success at our sponsorship event back. Her presentation style was engaging and entertaining but most importantly she was very informative and effective. On top of that Kim couldn’t have been nicer to deal with or more accommodating with her time. I would definitely recommend Kim for any sponsorship event
Tell me about your structure
Which teams run sponsorship, what they’re each trying to achieve, and where the inconsistency is costing you. That’s the start of the process.